Artificial Intelligence will be the big game-changer going forward

Brand Positioning vs. Marketing Tactics 

At SAS, we believe curiosity is the heart of human progress. And our unwavering vision since the past 40 years has been to transform a world of data into a world of intelligence. Our singular focus and deep expertise combined with our industry experience sets us apart from our peers in this space.

SAS is committed to developing analytics software that delivers tremendous value to its customers and one of the key reasons that we remain a leader in analytics is because of our strong emphasis on listening to customers and adapting to their changing needs.By virtue of this, we are able to come up with innovations such as SAS Viya, an open, cloud-ready analytics platform. Even in the space of Machine Learning Solutions, SAS earned the highest scores in a recent analyst report across all three categories: current offering, strategy and market presence.

SAS recognizes that analytics can make a difference in the world, and since its commencement, SAS is committed to help making this change not only to help corporates but also to solve humanitarian issues around poverty, health, human rights, education and the environment.

Data playing a big role  

As Marketers today, we have access to unprecedented amounts of data and at SAS, we have been relentless in our efforts to foster a data-driven culture that relies on analysis to develop, execute & measure our initiatives. 

Our Marketing organization leverages data and analytics to understand behavioral trends of our prospects and customers to create relevant content and individualized experiences for them. The central idea is to draw an ideal journey that’s not only meaningful to the customer, but also reinforces the thought leadership position of our brand while being valuable to our organization.

By leveraging the capabilities of various SAS analytical tools, we have effectively transformed ourselves to be in a strong position to strike a balance between art and science, and are able to provide insightful direction and attribute marketing investments to business success.

R&D driving Growth

SAS investment in R&D has always been an integral part of the SAS overall strategy. Year after year, SAS invests almost twice the industry average into its R&D to build products that allow our customers to anticipate opportunities and gain efficiencies in their operations. We have invested almost 26% of our revenues in R&D in 2017

Looking ahead, SAS is investing heavily in Artificial Intelligence, Cloud and IoT  and will continue innovation in its core focus areas, including analytics, visualization, data management, customer intelligence, risk management and fraud intelligence. Moreover the company has also invested in The SAS Platform- a simple, unified architecture to ensure easy deployment on the cloud.

Kunal Aman
Head Marketing , SAS Institute India